Funnel drop-off calculator
Ads are usually not the problem. This shows you which step is actually losing the money.
Your numbers
Enter what happened last month. Leave a step blank if you do not track it.
Your funnel
Why the funnel, not the ads
When leads are expensive, almost everyone looks at the ad account first. That is usually the wrong place. The ad account controls one number — the cost of a click. Everything after the click is where most of the money is actually lost.
Look at what that means. Halving your click cost improves your cost per sale by 50%. So does doubling any one of those three rates — and the rates are usually far easier to move.
Rough figures to compare against
| Step | Poor | Normal | Good |
|---|---|---|---|
| Click → lead | under 2% | 4–7% | 10%+ |
| Lead → qualified | under 30% | 50–70% | 80%+ |
| Qualified → sale | under 15% | 25–35% | 45%+ |
Treat these as a rough guide, not a target. A high-priced service will always close a smaller share than a cheap one, and that is fine — the order value makes up for it.
What each weak step usually means
- Click → lead is low. The page is the problem. Most often the headline does not match what the ad promised, or the form is too far down, or it asks for too much.
- Lead → qualified is low. You are attracting the wrong people. That is targeting, or an offer that appeals to browsers rather than buyers.
- Qualified → sale is low. This one is rarely marketing at all. It is usually follow-up speed. Whoever replies first tends to win.
Common questions
What if I do not track qualified leads?
Leave that box empty and use the click-to-lead and overall numbers. Adding a qualified stage is worth doing though, because it separates a targeting problem from a sales problem.
Should I count phone calls as leads?
Yes, if you can measure them. Leaving calls out makes your funnel look far worse than it is, which is a common reason people wrongly conclude that ads do not work for them.
My click-to-lead rate looks great but I make no money. Why?
Usually the leads are not real buyers. Check the lead-to-qualified step. A form that is very easy to fill in produces a lot of enquiries and very few customers.
Want this checked on your real account?
A tool can only work with the numbers you give it. If you want someone to look at what is actually happening in your ad account, the first conversation is free.
Book a free consultation